Travellers' structure is changing, as are their requirements and buying behaviour. In this abstract, Arthur D. Little analyzes the "change of mind" of the traveller in 2020 compared to today’s travellers. The industry must significantly change its business model to prepare for the upcoming challenges within the next decade. We define the relevant future trends and derive recommendations for the four core business segments of tour operators, airports, airlines and hotels. The traveller is changing – so should be the industry.